Take a minute and search google (is that redundant?) for your company, your ceo, or a brand you work on. Add words like "hate" "evil" "corrupt", etc. Go ahead. I'll wait.
Are you surprised by what you found? Maybe. Maybe not. Now, search for "cluetrian manifesto". Click on the first link, and bookmark it (i.e. add it to your del.icio.us account). Trust me, you'll want to go back to this over and over again, if you don't already.
We'll use thesis # 28 as the basis for our first consumer insights lesson:
- Most marketing programs are based on the fear that the market might see what's really going on inside the company.
- Be skeptical of any company for which you work. Most of us (myself included) get so excited about the companies we work for that we lose all judgment and ability to have a healthy dose of skepticism. In other words, always assume that your target is smarter and less convinced than you are of the greatness of the product or service you work on. On the flip side, you should be convinced of the greatness of your product or service. If you're not, quit. Immediately. No amount of great marketing can make up for a terrible or mediocre product.
So what do you think? Is this something you already do? Is this helpful? Why? Why not?
Next week: DIY observational techniques.